InnFocus Summer 2021

Courtesy of Kootenay Rockies Tourism Photo credit Mitch Winton featuring Hume Hotel, Touchstones Museum
Market Performance
Beyond identifying what those markets are, it’s also crucial to understand
what the opportunity is with these markets. Destination BC provides a
number of tools to source the latest information and ensure marketing
programs and funds are being directed to the right places, thereby
helping us drive more business to
To be successful it’s essential
that we have the support and
buy-in of BC residents.
you.
Environics Analytics’ mobility data,
VisitorView, tracks domestic visits,
trips and total nights to BC and its
tourism regions monthly, and is soon
expected to distill that information
even further at the regional district
level. This data is published in a weekly Research Round-up, allowing
tourism businesses to use this information to assess the latest travel
patterns of key markets and determine whether a shift in how they
market, including how they position themselves within a destination
experience, is needed.
While we know that international travel is not likely for a little while
longer, it is important to note that once borders do open and we’re
able to welcome back our international visitors, there are a number of
data sources we can continue to leverage to compete on the global
stage. In addition to standard tourism performance indicators such
as international visitor arrivals, Destination
BC has also launched a Signals and
Sentiments Dashboard: an easy-to-access
dashboard to monitor what is happening in
each of our core geographic markets. The
dashboard data helps us, and BC’s tourism
industry, quickly understand which markets
and audiences can start travelling again,
and when—helping us make informed decisions about when to restart
marketing activities and in which geographic markets.
We encourage all businesses to leverage these resources when
creating their strategies as we move forward toward recovery.
10 InnFocus